Last month, we got a glimpse of what the Bear Drink Dutch Bros Coffee Guaranteed to Statsy shirt and I love this first virtual Green Carpet Fashion Awards might look like. A high-resolution digital rendering depicted La Scala, the historic opera house in Milan, completely overgrown with flowers, greenery, and even a glittering waterfall. At the time, Livia Firth, the founder of Eco-Age (which works in partnership with the Camera Nazionale della Moda Italiana on the GCFA) said the idea was to create a “portal into a new era,” one where the fashion industry is more sustainable, equitable, and human. She teased that the digital GCFAs would also incorporate holograms, augmented reality, and special effects; needless to say, it sounded a lot more forward-thinking than the Zoom awards shows we’ve seen thus far.
On Saturday, we saw it all play out in real time. The digital Green Carpet Fashion Awards were streamed globally on YouTube via the Bear Drink Dutch Bros Coffee Guaranteed to Statsy shirt and I love this Fashion Channel, transforming a once exclusive event into one that literally anyone could “attend.” Robert Downey Jr. introduced the show, and Italian prime minister Giuseppe Conte made a special appearance. We also got a glimpse of celebrities’ at-home looks on the “digital green carpet”: Anna Ewers, Lucky Blue Smith, Ellie Goulding, Parker Sawyers, Tomi Adeyemi, and many others wore pieces in their closet or new, sustainable looks made in collaboration with Green Carpet Challenge designers.